Episode 22: Search Engine Marketing vs Advertising

Episode 22: The difference between search engine marketing and search engine advertising. (PPC) Listen to the full episode about SEO for Photographers at MeredithsHusband.com

Transcript

Chris 0:08
Hey, this is Meredith's husband. I've got some SEO advice for you. But I'm going to keep it really simple so that you can understand it. So it makes sense. And most importantly, so you can actually use

Chris 0:24
Happy Birthday baby. That's not what the podcast is about. Welcome everybody back. Thank you.

Chris 0:33
But it is Mary's birthday is everything. I can send gifts if you want, then no. Credit cards?

Meredith 0:45
No, give it to the people in need. That's all. Yes. There

Chris 0:48
are other people in need. Yes, many more. So I thought today, I just take some of your questions. Oh, my Christian. Yeah. What do you What does Meredith want to know about on her 32nd birthday?

Meredith 1:04
Um, well, well, one of the things that I do actually want to know is, um, we were talking the other night. And I don't understand the difference between marketing and advertising. What's right, like, what?

Chris 1:22
It's yeah, I remember, I remember you mentioned this. Somebody once explained this to me, when my very first mentor type colleagues explained it in a way that I thought it was made a lot of sense. So you know, the saying you can lead a horse to water, but you can't make him drink? Yes. So he said, marketing is leading the horse to water. And sales, is making him drink. So that's that's not I mean, that's not exactly actually I think your question was marketing and sales, and then advertising. So I think there's two parts. So I just answered the what is marketing versus sales?

Meredith 1:59
Right, that I think I know, the marketing versus sales that I get, but but I was talking about, like advertising. I hate when I say like, I was talking about advertising, and trying to figure out how advertising and marketing differ. Because it seems

Chris 2:20
advertising is a is one form of marketing. All right. Oh, yeah. So there are several, there are several types of you know, there's no, there's actually no limit to the number of ways you can you can market to somebody marketing to somebody just getting their attention. Bringing them to water, let let it getting them to look at your product or your service or whatever it is you're selling, getting their attention. Okay, for, you know, and sometimes advertising does that, like 50 years ago, advertising? I don't know, if marketing was even a thing. It was just advertising,

Meredith 2:53
right? That's, that's what I think that's why I I'm confused, because you have you people, are you. So what do you do? And they go, Oh, I work in advertising. What do you do? Oh, I work in Marketing. And, and

Chris 3:09
we can we can, I can give you some examples. So there. So there are many ways to market a website, you can do email, right? Mm hmm. You can do email marketing. So that's a way to get people to your site. That's not advertising, that's marketing. You can do social media. Now you can run ads and social media. But you can also do the organic side, the free side. And so search engines are the same way. So there are two halves, like let's first take search engines. Search Engine Marketing consists of two parts, there's the organic part, the SEO, where you don't if somebody clicks on your website, you don't pay anything. And then there's the PPC, the Pay Per Click Site, that's the advertising site. That's when somebody if they click on your website, from Google, you're gonna pay $2 or $5, or whatever the rate is. Now, the both of those things are considered search engine marketing. But one, only one of them is advertising. So when you say marketing, I'm in marketing. Usually, advertising can fall under that umbrella. It doesn't always I guess, it depends on you know, the company. But average, if somebody says they're an advertising that's different than being in marketing. Okay, does that help? Does that make any sense? So social, let's take social media, you can, you can post every day on all these social media platforms and get lots of attention that way. That's, that's, that's, that's marketing. Right? Yeah. And also on social media on those same platforms. You can buy ads, right? Totally different. I mean, you're still getting you know, it's the same it's, there's a lot of overlap, obviously. But, so, the difference it,

Meredith 4:57
it seems that marketing Rather, it seems that advertising you pay for. But you also pay for marketing? Do you pay for marketing with time and advertising? Money?

Chris 5:11
Exactly. It kind of reminds me of this the good fast and cheap rule in business, or as a consumed just rule period, I guess you can you can get things good, faster, cheap. Are there three facts, there are three factors good, fast and cheap, or expense or cost? You can get two out of those three, but you can, you can almost never get all three, right. So if you want to get something in you need it, you know, you need it to be cheap, and you need it fast, it's probably not going to be good, right? Like if you if you need it right away, and you need to spend no money on it, it's probably not going to be good. If you need something fast, and you also need it to be good. It's not gonna be cheap, right? That's when people are going to charge an arm and a leg, right? If you need something good, and you need it to be cheap, then it's not going to be fast. Right? That's when I that's in particular,

Meredith 6:05
like, except for Amazon, because Amazon breaks that rule.

Chris 6:09
It does seem to get all three but you know, but then there's the question of what is the real expense? Right? Oh, gosh, you know, it's cheap, you know. But in so in my business, you know, people have often asked for discounts. I'm sure you will face the same thing. Yeah. And, and, and sometimes I will say, Sure, I can give you a discount. But it's the it's the it's the good and cheap rule. So I give pretty good services. They're not cheap. So if you want it to be cheaper, you're going to have to do it on my schedule. Like, yes, I'll give you a discount. But then that means i You're going to have to I'll do it when I can get to it. That might be in a month, it might be in two weeks. It might be an eight month. I don't know. But that's in exchange for a lower price. That's what you have to accept. Mm hmm. That's that's when I when I do offer discounts. That's the way I do it.

Meredith 6:59
Yeah, yes. Fair enough. Yeah. Right. Yeah. And I can offer Yeah, that makes sense.

Chris 7:04
I guess you can't really, I guess, if you're photographing an event, you can't do that. But you could say, like, I, you're going to need to wait, if you want to deal, you have to edit these when I can, right? My typical turnaround is four to six weeks, you might wait 24 weeks, but if you want to discount, that's the way to do it.

Meredith 7:24
Right. Yeah, that's fair enough. That makes sense. That's it. That's what that's really my biggest question.

Chris 7:31
Well, so that so then it that ties into advertising that you can if you want to do something, you can either invest your time or your money, right? Very, very rarely are you going to get something that's at all worthwhile. And it's not going to cost anything in terms of time or money, or very little, and b and b and b any sort of quality. That's yeah, kind of the difference.

Meredith 7:55
Yeah, that makes sense. Yeah, I was last night. So I was taking the this class from illuminate classes called Raising family business that Posey quarterman teaches on the illuminate platform. And a bunch of the students wanted to know about in person sales, because that's what I do I do in person sales. And they were saying, you know, how do I differentiate myself when everybody else is giving away their, their goods and everything, and I'm more expensive? And I said, Okay, well, this is what I tell people is that I can't compete on price, but I can compete on quality. And on the experience, the overall experience that you'll get, that was the smartest thing I've said, period. Ever.

Chris 8:55
That's true. If you're giving the quality. Yeah, like if people want, you know, great quality, then it's not going to be cheap. Like if you want cheap, then you can get lesser quality.

Meredith 9:07
Yeah. And less services and less customer cert, you know, less. Less quality, less quality. Precisely.

Chris 9:14
Yeah, I mean, I would agree. I would also think wow, you could say like, Yeah, I mean, you could also say that's, you know, I've been working years to perfect my services. And I

Meredith 9:30
continually am yeah, I mean, I invest a lot in trying to perfect my services.

Chris 9:36
Yeah, you could you could just be really blunt also and just say like, you know, better cost more.

Unknown Speaker 9:41
I could, I'd sound like an I come across as an asshole. Yes.

Chris 9:45
Yeah. I mean, that's the message. That's the message you want to convey. But yeah, yeah. You've said it in a better way.

Meredith 9:52
Yeah. I remember. I believe, Mikayla Jade, whose legacy sales class I'm plugging on All these people because they're all amazing. But if you're interested in, in person sales, go to print ographers I think photographers calm and look up legacy sales, Makayla Jade. Because that taught me everything that I know. And that was one of the best regarding in person sales. But remember,

Chris 10:22
I remember when you started doing in person sales that your the your sales per guy was like tripled or

Meredith 10:30
dickless. But she said, you know, you're not gonna, you're not gonna walk into Tiffany's and ask for a discount, right? But people feel that they have the entitlement to ask artists because it's just time, right? To give them a discount just because somebody else charges less. Yes. And they say, Oh, well, I'll just go to that person. And I say you are more than welcome to choose whoever you wish.

Chris 10:57
Yeah, I often use the Apple versus other computer analogy. You know, Mac's cost more. Yeah. They're perceived as being better. You could also say, I'm happy to give you some, some of my, you know, existing and past clients, and you can ask, you can call them and ask if they feel it was worth it. In the end.

Meredith 11:16
That's a great idea. There you go. There's that nugget. That's a great one. Now, if I just have to remember it.

Chris 11:24
Yeah. Well, yeah, you know, polish that work on the phrasing of that little bit. But yeah, say something like, Yeah, well, I focus on making the my clients happy in the end. And it means that I, you know, somehow that's going to cost more, but I'll, yeah, that's you're more than happy. I'll give you some my clients and you can contact, you know, ask the other photographer who's much cheaper if they can share some of their client contact with you. You know, that's, that's probably going too far.

Meredith 11:56
But I think that's pretty true. That's you don't I don't want I'm not competitive that way, like, see, look at their work completely. Because that's not the case. Because that the client may very well be looking for more of that other person's style. And that something

Chris 12:12
Yeah, yeah. Also, yeah, also, you know,

Meredith 12:15
but you remember,

Chris 12:16
I figure, I figure at this point, if they're talking to you, they like your style. Yes, point.

Meredith 12:22
But you remember, and I said this last night, when people would come up to not people when I went to a meet up of children, photographers in the city, and they all said, you have to ration prices. And at the time, I thought that was a compliment, not realizing, Oh, I'm the one being the asshole. I'm now the one that people refer to.

Chris 12:44
No, everybody starts and everybody. That's one way. I mean, it's very difficult as if you're starting in any industry, to who attract clients without being cheaper than, you know. Get some experience. But yeah, you were, I think you were pretty cheap for quite a while.

Meredith 13:05
A long time it took me it took it took you creating a visual piece of paper, showing how much money every month, I was losing.

Chris 13:18
Weight. The point where you're what you were, you were literally working your ass off seven days a week and not and losing money on top of losing money. And yeah, it took a chart

Meredith 13:31
to took a chart, because I have to see things visually. Like most of our listeners, who are photographers, we think visually not you can tell me anything, but if I don't visualize it out the roof. Alright, thank you so much. Alright, so I hope

Chris 13:47
that helped you, Meredith. It did help. I did help me. I actually some Somebody contacted me. And they said they love your perspective. Because it because they identify with Oh, right, you ask? And they say I feel this might be too much information. But I feel like a dummy. But Meritus asking all the questions I want to

Meredith 14:06
know. No, that's because I am the dummy. Like, these are this. There are things that I do know, but this is something that I don't know. And so I'm asking all the questions that I'm thinking hoping that it'll help you. Oh, listener?

Chris 14:20
Yeah, kind of on purpose, because I'll gloss over a lot of things that I am just used to talking about for years and years. And you'd be like, Why the hell does that mean? Yeah, I forget that. It's not common.

Meredith 14:32
Excellent. We don't need to talk about ourselves anymore. Thank you listener. I hope this was helpful. I really hope this was helpful. Let us know and Happy birthday to you all.

Chris 14:43
Thank you everyone.

Chris 14:50
Okay, I hope that helped. I hope that helped your website. I hope that helped your business. I hope that helped give you a little bit of confidence that SEO is not this convoluted, cryptic is the thing that nobody can understand. If you did like it and you found it helpful, please share with a couple of your colleagues. Tell him what you like. Or more importantly, tell me what you liked. Let me know interview, leave a review on Apple. Tell me what parts you like and I'll try to do more of those parts. Again. Thanks for listening